Abstract
Electric cars may be an environmentally-friendly answer to the ecological consequences of personal mobility. Large car brands are preparing to launch an electric car in the near future or they just did (Renault, Opel, Nissan, BMW). A brand is a portfolio of meanings and associations (Guzman et al., 2006). Cars are branded products that evoke all kinds of associations, functional as well as symbolic. Symbolic associations, such as brand personality and brand experience, are major components of brand identity and brand image (Biel, 1993; Kapferer, 2008; De Pelsmacker et al., 2007; Brakus et al., 2009).
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Moons, I., De Pelsmacker, P. (2016). The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_30
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